Now, in Part Two, we shift our focus towards practical strategies that ensure long-term sustainability while keeping affordability at the heart of your approach. This means rethinking how you can communicate your offer - ensuring that your marketing is effective and reaching the right audiences. It also includes shifting from a transactional membership model to fostering a genuine community. 

By implementing the strategies covered in both parts of this series, cultural organisations can build resilience, deepen relationships with audiences, and remain accessible in a financially uncertain landscape. 

Right now, we need to emphasise affordability over value. Talking about "value" often feels like justifying ticket prices, which clashes with the budget constraints of the average UK family. Instead, we must reframe our offerings from a perspective of affordability.

With the average UK household spending just 90p per week on visits to museums, zoos, and galleries, the key question isn't "What value do they see in our offer?" but rather "Can they afford it?" In a competitive landscape, affordability drives decision-making. So, how does your organisation communicate affordability to visitors?

This means presenting an experience beyond just "something to do" by considering multiple cost touchpoints, entry, food, and take-home experiences. Would visitors rather spend £50 on just one aspect or feel they're getting all three within their budget?

• Entry-level pricing – Offer lower off-peak ticket prices with optional add-ons.
• Food & beverage discounts – Provide meal deals at checkout to create an affordable full-day experience.
• Free off-peak visits for birthdays/special occasions – Encourage sign-ups and return visits.
• School collaborations – Offer discounted follow-up tickets for students who visit with their schools.
• Brand partnerships – Subsidise ticket prices through sponsor collaborations.

Even small gestures can create a greater perceived value. At a recent night garden event at the Lost Gardens of Heligan, a simple marshmallow-roasting station became a memorable, shareable moment-enhancing the experience at little cost.

We're not just talking about communicating value; we're shifting perspective. Looking at affordability through the visitor's eyes opens up new, effective strategies to drive footfall, spending, and engagement.

The sector must modernise marketing efforts by embracing technology to reduce costs, improve efficiency, and drive revenue. Too many organisations rely on outdated methods, vanity metrics, and obligatory activities that don't directly impact success.

For 20 years, Navigate has helped organisations shift to digital-first marketing because

• It's more cost-effective - digital ads cost less than print.
• It's measurable - you know what works and can adjust instantly.
• It's engaging - digital platforms evolve, keeping audiences interested.

Where to Focus:

Prioritise Digital Advertising – Allocate 70% of your marketing budget here to ensure trackable, adaptable results.

Know Your Cost Per Acquisition – Invest 50p to £1 per visitor to stay competitive. Anything less means under-investing.

Utilise Google Grants – Charities and non-profits can access $10,000/month in free ad credit, delivering massive returns when managed correctly.

Optimise Teams & Tools – Some attractions overstaff, while others under-resource their marketing. The right balance, plus tools for content creation, scheduling, and video production, can double efficiency without increasing workload.

Modernising doesn't need to be complicated, but leveraging technology is no longer optional. It's the key to sustaining and growing visitor numbers in today's competitive landscape.

Subscription fatigue is real; consumers scrutinise ongoing fees across streaming, memberships, and charities. With financial pressures mounting, people are cutting costs unless they see real value. The National Trust lost 150,000 members last year, reflecting a broader trend.

However, memberships tied to unlimited revisits, like those at the National Marine Aquarium and the Eden Project, still thrive. This highlights a key shift: the future isn't membership, it's community. Rather than focusing on paid memberships, organisations should invest in trust, connection, and advocacy. A strong community fosters long-term support and revenue, but trust must be built before asking for money.

1. Authentic Behind-the-Scenes Content – Sharing real stories, like updates from a local animal park, deepens connection and encourages visits.
2. Exclusive Benefits – Offer perks after trust is established, pre-sale tickets, discounts, or even a free coffee to drive engagement.
3. Strategic Partnerships – Provide relevant, local, and cause-related discounts to add value to your community.
4. Fundraising & Sponsorships – A loyal community is the best foundation for fundraising and digital sponsorship opportunities.

And there we have it - the complete picture of the commercial landscape for visitor destinations in 2025, along with the strategic steps needed to navigate it successfully. While the challenges ahead are undeniable, they also present opportunities for those willing to adapt. 

Across this series, we've explored the key actions that destinations must take: revisiting your value proposition, diversifying income streams, and positioning yourself as more than just a visitor attraction. We then examined the importance of shifting focus to affordability rather than value, refining your marketing efforts, and fostering a true sense of community rather than just membership. 

The future will favour those who embrace change with a clear strategy and a bold approach. Now, the question is, how will you apply these insights to strengthen your own destination? If you have any thoughts, challenges, or successes to share, I'd love to hear them at anthony@navigate.agency. 

Here's to making 2025 not just competitive, but truly successful!